GLM TEAM 
Friday, 01 September marked a milestone in Spur’s history. On Friday the restaurant chain unveiled and revealed – for the first time in 27 years – its new brand identity; from its iconic logo, to every new detail of the restaurant experience.
The pilot store, Amigo Spur, located at the Vaal Mall in Vanderbijlpark, reopened its doors and welcomed the community back at the unveiling ceremony that took place over this past weekend.
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Franchise owner, Rita Benecke, is a well-known successful businesswoman from the area and has owned Spur Steak Ranches for over four decades (43 yrs).
Supporting Rita throughout the process, and with her at the launch, was Spur corporation CE, Val Nichas. Of the brand refresh, Val comments, “The market is rapidly evolving and with consumer-led insights we are ensuring that our most valuable franchise asset, Spur, keeps up with consumer’s needs, especially our next generation of young families”, “Our deep commitment to our customers is unwavering. The value that Spur Steak Ranches brings to its customers won’t change, it will just get better. The warm welcome, the joyful atmosphere, the great tasting quality food, and the super-friendly staff remain but now with an elevated experience.”
- Spur’s iconic restaurants are getting a refreshed look and the rollout happens in the North of SA first..
- The brand concept was revealed at the pilot site in the Vaal Mall, Vanderbijlpark on 1 September 2023, and will be followed by Missouri Spur, Key West Shopping Centre in Krugersdorp, Lone Creek Spur, Mall of Africa, Yurok Spur in The Mall, Phalaborwa, Phoenix Spur, Brooklyn Mallin New Muckleneuk, Pretoria and Oak Ridge Spur in The Grove Mall, Equestria planed for the remainder of the year.
- Spur Steak Ranches opened its first store in 1967. Next month (October) the brand celebrates its 56th anniversary.
More about what to expect:
- The brand’s well-known icon, the chief, has been refined with an eye-catching, stylised look.
- The introduction of a visual language reflects the dynamism of the times and evokes a refreshing contemporary feel.
- These visual changes, along with a streamlined, bolder, logo typeface, will enliven the brand not just in restaurants but also in communications, enhancing its digital presence.
The new-look pilot restaurant showcased several exciting features:
- A central dining space with comfortable booth seating and refreshed decor will provide a warm and inviting ambiance.
- In addition, a more adult-focused area for those smaller, intimate occasions will also be introduced.
- The kids can anticipate a refreshed play experience. The revamped play area features a unique theme designed to deliver an immersive adventure that cannot be missed.
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